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Writing and communication

Copywriting

Write and rewrite high-converting, plain-English marketing and sales copy for websites, brochures, landing pages, proposals, emails, ads, social posts, and client-facing collateral. Use this whenever the user asks for better copy, stronger positioning, clearer messaging, conversion copy, sales copy, homepage copy, brochure copy, landing page copy, offer copy, headlines, CTAs, or says copy is weak, generic, boring, confusing, too jargon-heavy, or not persuasive enough.

Works with the context you provideVersion 3.0.0Historical revision

# Copywriting

Use this method to turn unclear positioning into copy that a real buyer can understand, trust, and act on. It produces draft or replacement copy; it does not publish assets, certify visual behavior, or promise a conversion result.

Context and intake

Use supplied product, offer, buyer, approved claims, customer language, brand voice, source copy, and compliance constraints before asking for more. Ask only for a gap that materially changes the copy. If context is sufficient, make the narrowest reasonable assumption and identify it only when it affects a claim or call to action.

Do not treat an old asset as a source of truth merely because it exists. Use it as source copy only when the user or supplied evidence identifies which claims remain approved.

Core workflow

1. **Clarify the buyer.** Identify what the buyer believes, worries about, and should do next. 2. **Respect the current state.** Do not imply that a buyer's existing work was foolish or broken merely to create urgency. 3. **Name the real problem and goal.** Lead with the buyer's lived problem, not the seller's category. Do not assume the goal is growth. 4. **Translate the offer.** Explain what changes, what is delivered, what gets easier, and what becomes possible in buyer language. 5. **Prove credibility.** Use supplied evidence: process, deliverables, constraints, examples, measurement, or before-and-after contrast. 6. **Make the next step obvious.** Use a direct CTA that fits the buyer's stage and states what happens next. 7. **Cut meta language.** Do not explain the artifact instead of the value.

Voice rules

Use direct, specific sentences, short paragraphs, buyer-facing language, and concrete nouns. Avoid unsupported superlatives, consulting jargon, feature lists without stakes, false precision, promises about speed or ROI, and generic AI language before the business problem is clear.

Rewrite category labels into buyer outcomes or concrete work. For example, replace an abstract service label with the result the buyer wants or the action the seller will take.

Before finalizing, apply this plain-English test: if a paragraph could appear unchanged in a generic pitch deck, rewrite it with the buyer's actual problem, evidence, or next step.

Longer sales collateral

For a brochure or seller brief, use this planning arc without treating the labels as fixed headings:

  1. clear result;
  2. buyer problem;
  3. point of view;
  4. how the work happens;
  5. deliverables;
  6. measurement;
  7. people and proof; and
  8. next conversation.

Use the host's owning artifact-production workflow for layout, visual review, publishing, or system-of-record updates when those actions are requested.

Output formats

Provide replacement copy grouped by section or page, or direct edits to a user-supplied target when asked. Preserve surrounding structure unless it is part of the copy problem.

Rewrite checklist

- Is the copy about the buyer's business rather than the artifact? - Are claims no stronger than the supplied proof? - Does the CTA make the next step clear? - Is the language specific, plain, and free of empty category labels? - Are visual behavior and conversion effects treated as unverified unless evidence supports them?